Jennifer Chang Coupland, Thesis Supervisor Jennifer Chang Coupland, Thesis Honors Advisor Johanna H Slot, Faculty Reader
Keywords:
marketing sustainability green purchasing greenwashing millennials Patagonia consumer behavior
Abstract:
This paper examines the green purchase drivers in college-aged millennials, as well as the factors that contribute to the attitude-behavior gap in green purchasing. In-person interviews were conducted with a dozen students at Penn State with varying degrees of involvement with sustainability and environmental issues. A segmentation model was built out of these interviews and four unique segments of the college-aged millennial population were identified. A case study was conducted on Patagonia as an application of the segmentation model.
